• Asia Marketing Journal
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• v.18 no.4
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• pp.27-49
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• 2017

The two competing underlying mechanisms of anchoring, anchoring-and-adjustment and selective accessibility, have very different managerial implications for the effect of price as an anchor on willingness-to-pay (WTP). To clarify their relative roles in inducing the anchoring effect, path analysis modeling in which two paths are included in a single model was utilized. The first path proceeds directly from anchor price to WTP, representing anchor-and-adjustment. The second path, representing selective accessibility, includes a mediator formed by various explanatory variables of WTP. The results consistently show that only the direct path, anchoring-and-adjustment, is significant. The results also show that the level of available product information has no significant moderation effect on both of the paths, which implies the robustness of the result with respect to information level.

• Asian Journal of Innovation and Policy
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• v.5 no.2
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• pp.208-224
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• 2016

The Korean government considers expanding the WtE share of total energy from 1% to 5% by 2020 through research and development (R&D) in waste-to-energy (WtE) technologies. This study attempts to measure the external benefits of investing in R&D in these technologies. To this end, a contingent valuation (CV) is employed. More specifically, a 2016 national survey of randomly selected 1,000 households was carried out across the nation to gauge the willingness to pay (WTP) for the investment. One-and-one-half-bounded dichotomous choice question was used in the CV survey, and the spike model was applied to dealing with zero WTP responses. The mean yearly WTP is estimated to be KRW 4,175 (USD 3.57) per household, which is statistically significant at the 1% level. Expanding the value to the entire nation translates into an investment of about KRW 79.1 billion (USD 67.6 million), which can be interpreted as the annual external benefit of the R&D investment in WtE technology.

• Journal of the Korean Society of Fisheries and Ocean Technology
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• v.46 no.3
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• pp.265-275
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• 2010

The main purpose of this study is to estimate willingness to pay (WTP) by the general publics, assuming that they pay tax or charge for protecting marine living resources and environment through developing and supplying biodegradable fishing nets. This study employed a contingent valuation method (CVM) which is an econometric method. The survey was conducted by using both double-bounded dichotomous choice and open-ended survey. Tobit model was used for the analysis. The variables included concerns about marine environment and fishing net discarded, sex, age profile, number of family members, educational level and personal disposable income. Annual average WTP per family for the biodegradable fishing net development and supply was estimated at 5,294 won and national WTP amounted to some 84.2 billion won. This includes both of use and non-use value of biodegradable fishing nets.

• Asia-Pacific Journal of Business
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• v.11 no.2
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• pp.235-244
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• 2020

Purpose - This study estimated the value of the post-use of Alpine stadium in Jeongseon as a tourist attraction, which is one of the 2018 Pyeongchang Winter Olympics facilities, and identified determinant factors on the willingness to pay (WTP). Design/methodology/approach - A dichotomous-choice model of contingent valuation method (CVM) that is known for an effective tool was used to calculate the value. The questionnaire was conducted on 650 visitors to major tourist destinations in Jeongseon and 629 copies of the valid samples were analyzed. Findings - The results shows that determinate factors on the WTP are; suggestion cost, need (application of Ecotourism Program to the Restoration Process), agree(agree to Ecotourism Program in the Restoration Process) and age. Also, the WTP on the facility is 16,296 won per person. Research implications or Originality - This study estimates the value of the post-utilization of Alpine Stadium of the 2018 Pyeongchang Winter Olympics facilities, which have been experiencing conflict in recent years. For this reason, the findings of the paper will provide meaningful information for tourism development and management policies of the region.

• Journal of Radiation Industry
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• v.17 no.1
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• pp.111-118
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• 2023

The International Commission on Radiological Protection (ICRP) 103 recommends a cost-benefit analysis method as an auxiliary tool for scientific and rational decision-making for the principle of optimization of radiological protection. In order to conduct a cost-benefit analysis, the safety improvement of nuclear power by regulation must be measured and converted into monetary terms. The improvement of nuclear safety can be measured by reducing the radiation exposure dose of the people, and it is necessary to determine the coefficient to convert the radiation exposure dose into money. The monetary coefficient is calculated as the product of the statistical life value (VSL) and the nominal risk coefficient. In order to derive the monetary coefficient, the willingness to pay (WTP) can be estimated using the contingent valuation method (CVM), which quantifies the value of non-market goods by converting them into monetary units. WTP can be estimated based on the random utility model, which is the basic model for bivariate selection type conditional value measurement data. Statistical life value can be calculated using the estimated WTP and reduction in early mortality, and a monetary coefficient can be derived.

• Journal of Korea Water Resources Association
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• v.44 no.2
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• pp.125-134
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• 2011

The paper is to estimate willingness-to-pay (WTP) for residential water quality improvement in Busan, using non-parametric approach. There are several significant advantages of non-parametric approach, compared to parametric methods. That is, no probability distribution assumption is necessary so that there are no needs to assume or test goodness of fit, model specification and heteroscedasticity statistically. For the reliability and the validity of contingent valuation method a survey was conducted for 665 respondents, who were sampled by stratified random sampling method, by personal interview method. The result of mean WTP for residential water quality improvement in Busan was estimated to be 3,190 won to 3,331 won per month per household, while median WTP being 1,750 won. Provided that our sample is broadly representative of the Busan's population, an estimate of the annual aggregated benefit of residential water improvement for all Busan households is approximately 50.2 billion won in case of mean WTP or 27.5 billion won in case of median WTP.

• Journal of Korea Water Resources Association
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• v.56 no.3
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• pp.225-233
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• 2023

Urban rivers and their surrounding environments have been altered due to factors such as rapid economic growth and urban development. This alteration have caused the rivers to lose their original value and become exposed to various pollution, resulting decrease in citizens' quality of life. This study aims to estimate citizens' Willingness To Pay (WTP) for water quality improvement in Suyeong River in Busan. To estimate the non-market value of the Suyeong River, the WTP of Busan citizens for water quality improvement was estimated, applying Contingent Valuation Method (CVM). The WTP for improving the water quality from Grade 4(polluted water) to Grade 2(game fish like bass can live in it) was estimated using the water quality ladder concept of the US Environmental Protection Agency, assuming annual donations for five years. For the CVM, the logistic distribution and Spike Model were adopted. As a result, citizens residing in the surrounding area of Suyeong River expressed a higher WTP. Considering more than half of the Busan citizens are aware of the "conservation of nature and ecosystems" as a major function of the Suyeong River, this higher WTP could serve as a basis for improving the value of urban rivers.

• Proceedings of the CALSEC Conference
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• 2005.03a
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• pp.293-298
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• 2005

This paper is a study on the model that measures economic values for the non-market properties of e-Business. For development of this model, first of all, we reviewed the properties of e-Business service, and looked around the relation between customer satisfaction and/or payment value and e-Business properties. In addition, we checked the method to measure economic values of these properties. This measurement method is the contingent valuation method which is a method of measuring the value of the environmental product. We modified it to adapt to the e-Business. Finally, in this paper, we proposed an economic value model which measures the value of willingness to pay(WTP) to our objectives. However, there could be some restrictions at the time when surveying empirically. Therefore, the succeeding study should be done in order to improve these restrictions some day.

• The Journal of Advanced Prosthodontics
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• v.8 no.1
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• pp.53-61
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• 2016

PURPOSE. This study conducted an analysis of cost-effectiveness of the implant and conventional fixed dental prosthesis (CFDP) from a single treatment perspective. MATERIALS AND METHODS. The Markov model for cost-effectiveness analysis of the implant and CFDP was carried out over maximum 50 years. The probabilistic sensitivity analysis was performed by the 10,000 Monte-Carlo simulations, and cost-effectiveness acceptability curves (CEAC) were also presented. The results from meta-analysis studies were used to determine the survival rates and complication rates of the implant and CFDP. Data regarding the cost of each treatment method were collected from University Dental Hospital and Statistics Korea for 2013. Using the results of the patient satisfaction survey study, quality-adjusted prosthesis year (QAPY) of the implant and CFDP strategy was evaluated with annual discount rate. RESULTS. When only the direct cost was considered, implants were more cost-effective when the willingness to pay (WTP) was more than 10,000 won at $10^{th}$ year after the treatment, and more cost-effective regardless of the WTP from $20^{th}$ year after the prosthodontic treatment. When the indirect cost was added to the direct cost, implants were more cost-effective only when the WTP was more than 75,000 won at the $10^{th}$ year after the prosthodontic treatment, more than 35,000 won at the $20^{th}$ year after prosthodontic treatment. CONCLUSION. The CFDP was more cost-effective unless the WTP was more than 75,000 won at the $10^{th}$ year after prosthodontic treatment. But the cost-effectivenss tendency changed from CFDP to implant as time passed.

• Journal of Energy Engineering
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• v.22 no.3
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• pp.270-282
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• 2013

Combustible waste into energy policy is an effective method to respond to climate change and depletion of fossil fuels. Combustible waste into energy is the process of generating energy in the form of electricity and/or heat from the combustible waste such as vinyl, paper and plastic. This study tries to estimate the external benefit of enhancing the ratio of combustible waste into energy to primary energy from 1.89% to 5% using contingent valuation(CV) method. To this end, we report the results from a CV survey to elicit the willingness to pay (WTP) for combustible waste into energy. A CV survey of 500 households was conducted in the Seoul by using person-to-person interviews. Thus, the procedures of applying and the findings from the one-and-one-half bounded dichotomous choice spike model used to deal with the zero WTP responses are provided in the paper. The results show that the average WTP is estimated to be 2,724 won per household per month and statistically significant at the 5% level. Expanding the value to the Seoul gives us an aggregate value of 13.7 billion won per year.